Komunikace firmy Oskar, Oskar - Vodafone a Vodafone ČR

Ivan Gálik

Master's thesis

Communication of the Oskar, Oskar-Vodafone and Vodafone ČR companies

Abstract:

Prace se zabyva komunikaci firmy Oskar , Oskar Vodafone a pozdeji Vodafone. V prvni casti prace je objasnena podlinkova cast komercnich komunikaci. V druhe casti jsou hlavnim polem popisu formy podlinkove komunikace a jejich promen postupne u firmy Oskar az po Vodafone. Prace si hlavne vsima budovani identity znacky a firmy. V posledni casti se nachazi popis osobni zkusenosti jako zakaznika s danymi firmami a duvody chovani a zmen v tomto zakaznickem vztahu.

Abstract:

This thesys focuses on the communication of the Oskar company, Oskar-Vodafone and later Vodafone. In the first part is the description of the below the line part of commercial communications. In the second part the main focus is on the blow the line communication and its changes of the Oskar company to Vodafone. The focus is on the building up process of the brand and company identity. The last part is the summary of the customer experience with theese companies and reasons for the changes and behavior in that relationship.

Keywords

znacka, podlinkova, Oskar, Vodafone

Keywords

Vodafone, Oskar, brand, below the line

Language used: Czech

Date on which the thesis was submitted / produced: 26. 11. 2010

Thesis defence

• Date of defence: 17. 1. 2011
• Supervisor: Jiří Mikeš
• Reader: Ladislav Pátik

Vysoká škola ekonomická v Praze

Master programme / field:
Mezinárodní ekonomické vztahy / Mezinárodní obchod